Everything You Need to know about Social Media Ads $ £ € © 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential 0613 Everything You Need to know about Social Media Ads Table of Contents Introduction ................................................................ 3 What is Social Advertising . 4 Types of Social Ads. 6 Why You Should Run Social Ads ............................................. 10 Scaling Social Ads .......................................................... 11 Reporting and Measurement ............................................... 15 Social Ads in Action: Case Studies ........................................... 17 Conclusion ................................................................. 19 © 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential http://www.salesforcemarketingcloud.com/ 2 Everything You Need to know about Social Media Ads Introduction The combination of social media and advertising reveals opportunities that go far beyond traditional advertising. With the social web, your ad value will increase, you’ll have a deeper level of tracking and measurement and your message will be more targeted. All of this leads to increased ad effectiveness. There’s more. With social ads, you can: • Tailor your message to the best “Social ads reach the audience in target audience which you’ve invested a lot of money and time into nurturing. You can see • Reach new people which audiences are engaging the • Get feedback and incoming data most, so you can ensure that your in real time ads are being bought correctly and you’re actually growing your fan • Scale your ads as needed base based on true data.” Let’s take a deeper look at the nuts Peter Goodman, VP, Salesforce Marketing Cloud and bolts behind what makes great social ads. We’ll also learn about metrics, automation, reporting, case studies and more. © 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential http://www.salesforcemarketingcloud.com/ 3 Everything You Need to know about Social Media Ads What is Social Advertising For the same reasons that social media provides a powerful marketing opportunity, social advertising is a powerful tool for you to use. Ads are considered social if they appear on a social network, but what makes them particularly powerful is using social recommendations and social actions, along with targeting, to create highly relevant and engaging messaging. Why is social advertising so powerful? Take a look at these stats: • Social ads have 55% higher recall than non-social ads • Friends of fans were 27% more likely to shop at Target after seeing an ad on Facebook • 90% of purchases are subject to social influence (Wired Magazine) As more and more social advertising opportunities arise on Facebook, Twitter, LinkedIn and other sites, you might find that these social, engaging ads are sharing an ad budget with traditional web banners or paid search advertising. Each type of ad has its place, and can be tracked and measured, but social advertising has more impact on the bottom line. The ability to shift an ad campaign in response to data about its response rate — in real time — is unparalleled. This can reduce budget spend and make your ads more successful. Let’s break down the drivers of social ads that make them useful to you: Action: An action is a like, a thumbs up, a Tweet, forwarding an email, a video view, a comment or recommendation, a rating, a Pin, a click to purchase, or clicking through to fill out a form or request more information. All of these actions bring an ad viewer to a point of action. Targeting: People are interacting in a lot of different ways on social networks; indicating who they’re friends with, what they like, where they go, what language they speak, and more. With social advertising, you can harness this information to create and present tailored messaging that will resonate more strongly with users than blanket marketing speak. © 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential http://www.salesforcemarketingcloud.com/ 4 Everything You Need to know about Social Media Ads Metrics: Metrics and analytics put massive amounts of data at your fingertips. You’ll learn how your audience is engaging with your ad and you can then analyze the data to make more effective ad choices. Social media and website metrics allow you to say, “I know what works” rather than, “I hope this works.” Storytelling: Your social ad is your chance to tell portable, engaging pieces of your brand story, and to connect it to your customers. If you can master telling a story in a Tweet, you can master the art of creating compelling and share-worthy social ads. Whether your social ad comes in the form of video (think Old Spice), a crossover commercial (such as Dos Equis’ The Most Interesting Man in the World), shareable images (Oreo’s DailyTwist), or compelling ad copy on Facebook, if it tells your story well, people will share it and engage with your brand. Discovery: The amount of discovery that comes with social ads is new territory for many brands. The trade If you take the information that you’re off of interacting with social content, given, and turn actions into insight, including ads, is an exchange of then actually what you’re doing is information. The customer trades a turning advocates into connections little knowledge about their habits, location, devices, preferences, to create customers for life. That’s search terms, etc. when they interact kind of what social is. That’s where with your ad. You trade information the evolution of advertising has gone about your company or product, and what it will continue to be.” ideally in a way that is valuable to the Peter Goodman, VP, Salesforce Marketing Cloud person consuming the ad. This gives you insights into what makes your customer tick and how you can serve more of their needs effectively. © 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential http://www.salesforcemarketingcloud.com/ 5 Everything You Need to know about Social Media Ads Types of Social Ads Social networks have different types of advertising offerings that allow you to take advantage of the unique features of their platforms. These offerings are constantly evolving as social networks find more effective ways for you to target users. Here are some of the advertising options currently available to you on the major social channels: Facebook Facebook has the most evolved advertising offering in the space, complete with an API that allows your brand to manage social ads through third-party management tools. Facebook advertising breaks down into two main categories: Marketplace Ads and Premium Ads. Marketplace ads often appear on the right-hand side of the desktop version of Facebook. They are not necessarily targeted to a specific Page, and are the most common types of ads found on the site. There are several types of marketplace ads that your brand can purchase: • Sponsored Stories- Ads that use social context to increase their effectiveness. These ads will display along with an action a friend may have taken on the Page or a Page’s post. The idea behind a sponsored story is to draw in users to engage with an ad by placing a picture and the friend’s name directly in the ad. These can appear in both the right-hand rail or directly in the News Feed. Actions within ads are genuine actions that friends have taken while interacting with a brand. • Page Post- Taking a part of the Facebook Page, such as a News Feed post, and turning it into an ad. There are a number of ways that brands can utilize Page posts; one of the simplest ways to do so is to take an ad that has per- formed well and has garnered a great deal of engagement and simply pay for additional reach for that post. © 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential http://www.salesforcemarketingcloud.com/ 6 Everything You Need to know about Social Media Ads • External Website- Using an ad on Facebook to drive traffic to an external website. There are issues with using this type of ad; for one, many users have a quick “bounce” time from an external site if you take them off Facebook. They may not be expecting to leave the social network, and that surprise may cause them to quickly close their browser, wasting both your money (it counts as a click) and their time (they won’t stay to engage with your site). However, if you provide compelling copy to set expectations, this can drive significant traffic elsewhere. • Facebook Object- Driving traffic somewhere else on Facebook with an ad, such as a Page or a Facebook app. This is a great way to attract new users to a particular app or game. You can use a social hook with this, by showing friends who have played the game or used the app, or you can simply show the number of users who have played. Make sure to use compelling imagery to drive interest in your app or game. Premium Ads cost more money, but expand the areas within Facebook on which you can advertise. The prime real estate available with premium ads provides an even greater chance for interaction and engagement with your ad. Potential options for premium ads include spots in the desktop News Feed, the mobile News Feed, the right-hand side (with larger ads) or the log-out screen. © 2013 salesforce.com, inc. All rights reserved. Proprietary and Confidential http://www.salesforcemarketingcloud.com/ 7 Everything You Need to know about Social Media Ads Twitter Advertising on Twitter presents different opportunities and challenges for you than Facebook. Because most users read their timeline across devices in chronological order, you may reach a greater percentage of your followers than on Facebook without ads, but the shelf life of your regular Tweets is shorter.